Almost a third of Brits shop on their smartphones

Nearly a third (32 per cent) of Brits use their mobile phones to shop, a new report reveals.

According to, the research conducted by Google shows that mobile shopping is far more popular in the UK than it is in any other European country. For example, only 19 per cent of people in Sweden use their phones for shopping purposes and just eight per cent do the same in France.

Perhaps this is because the majority of Brits are comfortable shopping online, as 77 per cent of the population now purchase items from e-retailers, a rise from last year’s 72 per cent.

More Brits are using smartphones now too, as an impressive 68 per cent now own one. Plus, the internet and social network are becoming more popular. Last year, only 75 per cent of Brits said they use the internet every day – now, that figure has risen to 83 per cent. Furthermore, 72 per cent of people are on some form of social network, compared to 64 per cent in 2013.

Ian Carrington, director of performance solutions and innovation at Google, explains smartphones now play an important role in the shopping process.

“In the UK, people are increasingly using their smartphones for researching products, locating stores and making purchases,” he says, reports “That’s why it is now essential for businesses to ensure their sites are mobile ready.”